Considering that we are living in a digital world, it’s impossible to go without digital marketing. Businesses have understood that they need to rely on the latest digital marketing trends if they want to move ahead in the world.
However, just because businesses have mastered the strategies, doesn’t mean that they aren’t facing challenges. From content marketing to SEO, there are plenty of hurdles for existing and incoming digital marketers. Here are some of them:
Creating Content
Marketers know they have to create engaging content. It’s the only way to keep their audience immersed. However, it’s not always easy to do so, considering how much content they have to compete with. Moreover, the definition of engaging content is constantly shifting in the industry and agencies are left to scramble with and come up with better and more innovative ideas to for the masses by targeting the right demographic and understanding what interests them.
Generating Leads
Businesses cannot function without leads and it’s going to become an even greater challenge in 2022. That’s because plenty of businesses around the globe will target more leads to make themselves more prominent and to remain relevant. This means paid Facebook and Google ads will become costlier. To avoid the rising costs, digital marketers have to come up with new budget-friendly techniques to generate leads. This could involve video marketing, using networks such as LinkedIn and holding webinars or the likes to engage with consumers across a wide range of platforms.
Directing Relevant Traffic
One of the most pressing challenges faced by digital marketers today is driving relevant traffic to their website. Most digital marketers have a hard time spreading brand awareness because they don’t have the right target audience. There’s no point in targeting people from all backgrounds if it won’t lead to a sale. Therefore, to navigate the problem, it’s crucial for digital marketers to target the right audience instead of targeting everyone and hoping some of them would buy something.
Managing Profits
Cash flow problems are a huge problem, especially considering the challenging economic times that we are living in. With the advent of COVID-19, many countries had to go under lockdown. Plenty of people lost their jobs and as a result, they pull backed on spending. This meant that digital marketers had to market their products in newer more cost-efficient ways to bring down the cost and ensure that more people bought their products.
Stepping into the International Market
Thanks to the internet, barriers in the international market have become mostly non-existent. As a result, plenty of businesses are now selling their products across the world. For businesses who want to expand and compete, it is crucial to enter the international domain. This means learning newer skills and software such as keyword research and Google analytics. These skills can also help digital marketers understand data, identify graphs and study existing graphs to make a more educated guess of what’s happening across the world and market their products accordingly.
Dealing With Privacy
A survey showed that only 27% of the consumers understand how companies can use their data. Moreover, the survey also indicated that 86% of the people want more transparency. Therefore, it’s crucial that digital marketers understand what privacy control entails and break it down to their consumers in bite-sized pieces so they can understand what information is being stored when they visit your website. It’s also important to implement privacy laws from different countries if you are servicing people from there to avoid any lawsuits, which can become rampant.
Mobile Optimization
Did you know that more and more people are now spending time on their cellphones? According to a research conducted by App Annie, consumers are now spending 25% more time on their cellphones and the change is here to stay. The lockdown measures introduced by COVID-19 only propelled this change further. These days, consumers are doing all of their shopping and online and they’re doing it with a cellphone. Therefore, it’s crucial for businesses or agencies to ensure that their websites are all optimized for mobile viewing.
Website Accessibility
Accessibility is an issue that digital marketers are having a tough time with. Since people who have visual, hearing and other impairments are also accessing websites, it’s important to cater to them too. This means using an alt text caption when you are posting an image so that visually impaired people can take a look at the content. Moreover, it’s also a good idea to make website navigation much easier because not everyone has access to a mouse. Failure to do so would mean that businesses lose a proportion of their target audience.
Making Effective Referrals
One of the most important challenges that is plaguing digital marketers today are effective referrals. It’s becoming increasingly difficult for brands to get consumers to click on ads, generate social media posts and take action relevant action on your website. However, by tweaking the ads a bit and targeting the right audience, the problem can easily be solved.
Less Focus on Keywords
Although SEO is still widely used by Google to give relevant results, that is no longer a thing of the future. Google is slowly moving away from that approach of using keywords and is instead, focusing on giving search results related to topics. Therefore, it’s important for digital marketers to adopt this new technique by focusing a lot more on research to get the relevant content instead of just using some keywords and taking it from there.
Digital marketing is here to stay and it seems that the challenges will become tougher. According to Deloitte, 72% of the markets state that the role of marketing has increased thanks to the pandemic. It’s become a super powerful tool that businesses have to master if they want to expand and stay ahead of the game. Therefore, it’s important to change your strategy and focus on the challenges. It’s also important to keep up with the latest trends so that you can gain an edge whenever.
Troy Paul
This is a really good article. It is true that “businesses who want to expand and compete, it is crucial to enter the international domain” – with digital marketing, we can now see companies taking advantage. Really good read.